Problem
In a hypothetical scenario, due to COVID-19 lockdowns, the Australian Football League (AFL) relocated its teams to a popular Queensland theme park - Warner Bros. Movie World - to finish the season. This meant that all the remaining season's games would be played at the theme park and without fans in attendance. The National Basketball Association (NBA) had used a previous strategy to finish its season during the pandemic in the United States. In this scenario, you are working as a marketing consultant for either the AFL or Warner Bros. Movie World and are asked to resolve a potential crisis.
You are told that one of the AFL's high-profile players, Trent Toogood, was involved in a fight with one of the theme park's employees who was dressed up as a popular children's cartoon character. The incident quickly went viral on social media, especially given that many of those who witnessed the event had their mobile phones with them. Even though Trent has been a model citizen for many years and both the league and the theme park regularly help charities in Queensland, both parties are worried about their respective brands. You explain that they will need to act decisively to prevent damaging the equity that the AFL and Warner Bros. Movie World brands have established over time. You also explain that the impact upon their brand depends upon the type of crisis.
When answering the following questions, you can choose whether you are providing advice to Tom, the AFL CEO, or Jerry, the Warner Bros. Movie World CEO. Please clearly state who you are responding to in each answer.
• Question I: The organisation's CEO (Tom or Jerry) has never heard of the term, brand equity, before. How do you explain this concept to him? Furthermore, how high is the impact of the crisis likely to be upon his organisation's (AFL or Warner Bros. Movie World) brand?
• Question II: Consumers often have an emotional connection to brands in the service industries and so you ask the CEO (Tom or Jerry) to develop a creative strategy that would be part of his organisation's (AFL or Warner Bros. Movie World) MarCom plan to limit the damage. What message appeal style should he use? Be specific, provide details and justify your choice.
• Question III: Given that the incident went viral on social media, he argues that the organisation wants to use earned media as part of its MarCom plan to 'have a conversation' with the public and restore confidence in their brand. You argue that owned or paid media be used instead. Why do you disagree with his suggestion and/or what words of caution do you have?
• Question IV: He now understands brand equity, so you introduce the work of Kevin Keller. You explain that to ensure a strong brand, he must shape how customers feel (emotional connection) about the organisation. That said, they are well-known in the community, so you suggest he must focus on the other 'brand-building blocks' to ultimately strengthen the relationship with local consumers. Briefly explain what strategy and media you would use to move consumers 'up the pyramid'. Be specific, build upon the advice you gave in Q2 and Q3 and justify your answer.